Danielle Lipp wrote about engineering search engine GlobalSpec's “Great Moments in Engineering” campaign with agency Tech Image in PRWeek's December 5, 2006, issue. The team created the awards program, which recognizes significant, yet never recognized moments of engineering greatness and the engineers behind them, as a tie-in to its service and as a way to expand its registered user base.

“The way this all ties back to our client, if you're an engineer trying to have a great moment, often GlobalSpec's search engine is the way you do it,” explains Dave Reiners, account services manager at Tech Image.

GlobalSpec last month gave out its third award, honoring a team of Motorola back-room engineers who designed the first cell phone 35 years ago. The event generated more than 150 media hits, including the Chicago Tribune, USA Today, Investor's Business Daily, and the Associated Press.

And that 4 million number appeals to advertisers. “It's not just Acme Tool & Dye anymore; there are brand-name companies staking an interest in GlobalSpec because of what they read about it,” Reiners adds.